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The 2009 folio for Haberdasherylondon, a design agency converging art, design and technology.
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Haberdasherylondon
Formed in 2007, Haberdashery converge design, technology and art for a variety of clients. Founding members Daniel Siden, Mac Cox and Ben Rigby bring over 30 years industry experience in production design, industrial design, graphics and lens based media to provide a unique inhouse team who can handle the kind of work other agencies shy away from.
Fuelled by experimentation in Hablab, their independent development program, Haberdashery push the limits of creativity with new materials, tecniques and technologies informed by advice and expertise from the partners backgrounds and numerous expert individuals and companies. Based in a retro-fitted East London studio in Dalston’s famous Print House, Haberdashery clients include Sony, Selfridges & Co., Nokia, BAA, Channel Four Films and revolutionary light artist Chris Levine.
Through Hablab, Haberdashery are now teaming up with global companies to produce a range of works from groundbreaking visuals for world wide creative campaigns, to reducing waste streams by redirecting waste materials into inspired design solutions.
Haberdashery StudioThe Print House18 Ashwin StLondon E8 3DL
Find us on Googlemaps
+44 (0) 207 503 7080create@haberdasherylondon.comwww.haberdasherylondon.comwww.hablab.co.uk
Haberdasherylondon is a VAT registered Limited Liability Partnership.
Partnership No. OC341013VAT No. 929359971
All images © Haberdasherylondon 2009.
Content
Pestival Termite Pavilion 4
Selfridges & Co. Untitled 13/14 10
Charmouth ‘Jurassic Gateway’ Bridge 20
British Film Institute ‘One’ Award 24
Candy & Candy bespoke lighting projects 28
Chris Levine light art projects 36
Chris Levine / BMW ‘See how it feels’ 46
Memori 50
Sony ‘The future is today’ 54
Selfridges & Co. Infini-sceno-matic 58
Cedarberg Project Play ( Code name due to client confidentuality ) 66
Unilever White goods research 70
Giro Atmos 76
Zoot Woman 80
Production design and Art direction 84
Better Things 88
Katharine Hamnett 94
Hablab 98
Hablab Ex. 1.10 100
Hablab Ex. 1.11 102
Hablab Custom light rig 104
Hablab / Sony Ericsson 106
Haberdasherylondon
Project: Termite PavilionArea: Bespoke LightingClient: Pestival / Wellcome Trust
Collaborators:
Softroom ArchitectsFreeform EngineeringChris Watson (BBC Sound Designer)KLH
Page 4
Haberdasherylondon
Project: Untitled 13 + 14Area: SculptureClient: Selfridges & Co. / Old Truman Brewery
Page 10
Haberdasherylondon
Project: Jurassic GatewayArea: Public design proposalClient: Dorset County Council
Page 20
Haberdasherylondon
Project: ‘One’ Award for lifetime achievement in filmArea: Product design / sculptureClient: British Film Institute
Page 24
Haberdasherylondon
Project: VariousArea: Bespoke Lighting Design and DevelopmentClient: Candy & Candy
Page 28
Spherical cluster of 360 Aerogel cubes collecting and emitting light, weighing only 1.25 Kg in total.
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Bespoke lighting pendant comprising of borascilicate glass, ceramic grip, cold cathode light strip and custom coiled brass power cable, to be hung in clusters.
Chandelier made from custom tumbled Swarovski crystal, hung in a volume informed by the shape of a soundwave in 2 axis.
Chandelier made from custom tumbled Swarovski crystal, hung in a volume informed by the shape of a soundwave in 2 axis.
Haberdasherylondon
Project: VariousArea: Bespoke Lighting Design and DevelopmentClient: Light artist Chris Levine
Page 36
Haberdasherylondon
Project: ‘See how it feels’Area: Bespoke laser lighting effectsClient: BMW / Chris Levine
Page 46
Haberdasherylondon
Project: ‘ONE’Area: Product designClient: Memori Ltd
Page 50
The Memori device uploads images, sound and video from any space entered and displays them on the haptically controlled device.
Haberdasherylondon
Project: ‘The future is now’Area: Rapid product prototype developmentClient: Sony Worldwide
Page 54
Haberdasherylondon
D
E
F
C
2 3 4
B
A
32 5
C
D
4 6 7 8
A
B
POINT BLANK COLLECTIVE
A3
SHEET 1 OF 1SCALE:1:2
DWG NO.
DWG NAME.
DRAWN BY:
CLIENT:
REVISION ADO NOT SCALE DRAWING
E-MAIL: DANIEL@ HABERDASHERYLONDON.COM PHONE: +44 (0)798568046718 ASHWIN ST. THE PRINT HOUSESPACE 2, LONDON, E8 3DL, UK
01
ISO
NOTES:
1. Assembly Quantity = 12. Assembly is composed of three components a. Top Layer: Clear acrylic polished on all exterior surfaces, diffuse interior surface. b. Middle Layer: To be made hollow as per drawings, with exit hole in the back for electrical cable.
With pearlescent white finish c. Bottom layer: To be fabricated in solid material, with a gloss black finish3. Fixing of all components is to be determined by Bob Moore Models. It would be best if the top plate wereable to be removed to allow access to the inside.
4. HaberdasheryLondon will provide the feet for the base of the product.
5. Haberdasherylondon will provide the sony Logo for Bob Moore Models to fix.
FRONT
Haberdasherylondon
Project: Infini-sceno-maticArea: Bespoke Lighting / Kinetic SculptureClient: Selfridges & Co.
Page 58
Haberdasherylondon
Project: Project PlayArea: Design research and developmentClient: Cedarberg Limited
Page 66
Research and design for Cedarberg Limited in conjunction with Sprout Design.
Work is currently under a client confidentuality agreement, so please check our website for updates in the future.
Research and design for Cedarberg Limited in conjunction with Sprout Design.
Work is currently under a client confidentuality agreement, so please check our website for updates in the future.
Research and design for Cedarberg Limited in conjunction with Sprout Design.
Work is currently under a client confidentuality agreement, so please check our website for updates in the future.
Haberdasherylondon
Unilever white goods design research
Following the development of a new means of cleaning cloths without detergents, Unilever worked with Haberdasherylondon co-founder Daniel Siden, and a select team to research 3rd world users and the design implications of this new technology in the emerging 3rd world.
Page 70
Haberdasherylondon
While working at Bell Sports Inc. Haberdashery co-founder Daniel Siden designed, developed, tested and brought through to manufacture and certification dozens of helmets, helmet safety systems and helmet fit systems, including the revolutionary Giro Atmos.
Page 76
Haberdasherylondon
Project: Zoot Woman ‘Things are what they used to be’ Area: Graphic design / Art directionClient: Zoot Woman / Universal
Page 80
Haberdasherylondon
Project: VariousArea: Production design / Art direction Client: Various production companies
Between the eyesColonel BlimpRubberductionsUniversalCoral BarkChannel Four Films
Page 84
Haberdasherylondon
Project: Better Things 35mm featureArea: Stills photography and media campaignClient: UK Film Council / Channel Four Films / Third Films
Page 88
Haberdasherylondon
Project: Japanese Summer and Winter Collections Area: Photography / Art directionClient: Katharine Hamnett
Page 94
Hablab
Hablab is the natural progression of 2 years of Haberdashery thinking. Yearning for space within our process to fuel our childlike creativity,we decided to start inhouse research projects under the Hablab project. With no immediate client, Haberdashery research and developideas with new materials, techniques and technologies in order to discover the unknown. We team up with other expert individuals andcompanies to push boundaries and limits within creative techniques and thinking.
Hablab is now teaming up with large industrial companies to explore greener uses for their material waste streams. By opening up age oldproblems to a diverse, open source creative process Haberdashery can offer a new way of approaching old problems.
Haberdashery have used Hablab as an experimental test bed over the past year for a series of interactive lighting tests, resulting in severalwonderful effects portrayed in stop motion animation. From an initial test one evening in our studio, the experiment has grown and has recently been funded by Sony and developed into a 30 second advert.
Hablab has also been used as a creative case study for the MBA course at the Tanaka Business School, Imperial College, London.
Page 98
Freeform idea creation >
Experimentation and research >
Creation of a unique end product for client
Hablab
Project: EX. 1.10 ‘Waterfall’Area: Bespoke light experimentalism
Page 100
Page 102
Hablab
Project: EX. 1.11 Area: Bespoke light experimentalism
Hablab
Project: Sony ****** 2010 Advert Area: Bespoke light experimentalism / Production designClient: Sony / Us2
Page 106